Showcasing technology in its 3D Ultralite and DMX
sneakers "with technically innovative ads is Reebok's new
answer," according to Terry Lefton of BRANDWEEK. Reebok VP/
U.S. Marketing Jo Harlow: "We want to be the brand about
creating 'possibilities,' so while it's not a tagline per
se, you'll see that word in all our advertising." Lefton
reports that Reebok's "biggest ad effort this year, a brand
campaign breaking by early spring," will continue that
theme. Harlow: "Planet Reebok is the last campaign that
made headway. We need to reconnect." Reebok will "tilt"
its media buys toward network primetime, "to balance
traditional teen haunts like Fox and UPN, and broaden its
pull from 12-to 20-year-olds up to 12-30s and beyond"
(BRANDWEEK, 2/16). Reebok Dir Worldwide Advertising John
Wardley said that two new Reebok spots, from MA-based Heater
Advertising, "speak effectively enough that no tagline is
necessary." Wardley: "Taglines are very transient things.
Our tagline is Reebok and the vector" (ADWEEK, 2/16 issue).
CAT'S IN THE HAT: Reebok will develop a footwear and
apparel collection around Andres Galarraga to be marketed by
"Big Cat by Reebok." The initial "Big Cat" collection will
be marketed exclusively in Galarraga's native Venezuela this
spring, followed by other Latin American countries (Reebok).
